Well i'll put my 2 cents in if it isn't too late. I reckon you need to add some flash to your page for the parts you sell. That way the entire page doesn't reload just portions of it. EG pictures. I have a couple friends who do both... one is a back/front end online shopping programmer. One of his main clients sells car posters and another sells models or something so he understands all the security issues to maintain a safe online buying enviroment. The other friend is a flash/design wiz kid who used to partake in the high end computing. I guess it just depends how much your business can afford.... pm me if you'd like to contact either of the two.